FROM THE RAVEN 101
85 of 101
AI assistants linked more often to OTAs and metasearch than to the airline’s own website.
27%
AI assistants named the airline in 78% of answers, but linked to the airline’s own website in only 27%.
90%
of testable airline sites had critical or serious accessibility failures. 72 of 80 sites tested.
$3B
estimated annual revenue lost across the measured shortfalls.
Measured across the RAVEN 101. Sites were scanned from 5 to 7 October 2026. Denominators differ by pillar and are stated in the report.
A score out of 100 across four pillars, and your rank against comparable carriers
$
A dollar figure on what the gaps are worth to you each year
Every finding traced back to the page and the check that produced it
→
The specific fixes, ordered by what each one is worth
AI Findability
Whether AI assistants can find and recommend you, and whether they send the booking to you or to an online travel agent.
Accessibility
Whether your booking journey works for the one in five travellers with a disability, and what the bookings you turn away are worth.
Web Performance
How fast your site feels to real customers, on mobile and desktop. We separate what your team controls from delays your booking system causes, so you are only scored on what you can actually fix.
Booking Flow
How much friction sits between a visitor and a confirmed booking. An automated check walks your booking steps and counts them. It never books, never pays and never enters personal data.
Based on a Customer Growth Index scan completed 23 September 2026. Estimate shown as a margin of error between $10m–$20m a year.
RESEARCH THAT BECAME A PRODUCT
The Customer Growth Index is Raven’s measurement framework for airline digital growth. The RAVEN 101 applies that framework to 101 scheduled passenger airlines, creating a public benchmark across AI findability, accessibility, web performance and booking flow.
Louise Croft Baker, Experience Director.
Author of Aviation’s New Flight Plan. Leads Raven’s work turning customer experience into measurable growth, drawing on 20+ years in CX strategy and transformation with leading travel brands. Holds a PhD in Psychology and is a regular speaker and advisor on the future of travel.
Dr Conor Farrington, Index and Methodology Lead.
Designed the methodology behind Raven’s customer growth and inclusive growth indices. Former Chief of Staff at aerospace startup SATAVIA, acquired by GE Aerospace in 2024. Policy Consultant at the Aviation Impact Accelerator and Whittle Lab, University of Cambridge.
Justin Cooke, Chairman.
Digital transformation specialist, entrepreneur, keynote speaker and board advisor with nearly 30 years’ experience helping travel, destination and aviation brands grow through technology. Since 1997, Justin has worked with IAG, NetJets, Expedia, Small Luxury Hotels of the World and Europcar.
Example pages from an anonymised Customer Growth Index report.
The RAVEN 101 shows the industry picture. Your Customer Growth Index scan shows where your airline stands, what is costing you direct bookings, and which fixes are worth the most. At World Aviation Festival? Visit Raven at stand S82 for a 5-minute scan and results session.